LEADING BRANDS PROFILE
Nations Trust Bank
Q: How important is human interaction in customer experience in the digital age, in your view?
A: It is important not to put the cart before the horse. Let’s not lose sight of the fact that the purpose of digital platforms and tech tools is to be able to customise our relationship with clients in the first place.
In banking, more than in any other service industry, long-term relationships take centre stage. Our products and services are developed around customers’ lifestyles, so we can be present both digitally and physically with warm, congenial, one-to-one service across all client requirement touch points.
Being digital for the sake of being digital is not what Nations Trust Bank is about. We reimagine banking in the digital world to benefit from technology to ensure that our customers can enjoy greater simplicity and convenience.
We keep our customers at the centre of everything we do and harness the technology to help offer a seamless banking experience.
Q: What makes your bank a rewarding choice for customers?
A: We believe in simplicity and the constant need to be by the side of our customers. We’re continually inspired by positive feedback from customers to maintain sustainable and mutually beneficial banking relationships.
We offer an extensive portfolio of cutting-edge digital innovations that deliver value across different market segments, and corporate consumer and commercial customer groups. This is reflected in the numerous accolades Nations Trust Bank has received – including being ranked among the top 15 Sri Lankan business establishments by Business Today magazine.
Q: And what are some of Nations Trust Bank’s biggest accomplishments?
A: Being a young bank of 22 years with the backing of one of Sri Lanka’s largest blue-chip conglomerates, we have carved out a niche of being an agile and digitally driven innovator. This is a critical factor in our success in developing strong relationships with customers throughout Sri Lanka.
Nations Trust Bank American Express continues to be one of the most sought after credit cards in Sri Lanka, offering an exclusive, global membership experience of the world renowned brand.
We were the first bank to offer Sri Lanka a fully fledged digital banking experience – FriMi – in 2017; and the bank continues to be at the forefront of pioneering digitally led solutions and customer interfaces.
During the two decades, we have grown our customer base and touch points with a network of 96 branches across the country, operating an ATM network spanning 127 locations, 48 cash deposit and withdrawal machines, and over 3,700 ATMs on the LankaPay network.
We were recognised as the Best Digital Bank in Sri Lanka at the Global Banking and Finance Awards® 2020. Nations Trust Bank also won eight awards led by an overall Silver in the category of Digitised Organization, and a Gold award each in the Connected Product and Workforce Enablement subcategories, at the inaugural FITIS Digital Excellence Awards and Conclave 2021.
Q: What steps did you take to help customers during the pandemic?
A: We introduced the Nations Care programme to reach out to customers and Nations Diriya to assist our business customers in their time of need.
A home delivery programme initiated by Nations Trust Bank American Express – Dine at Home – was initiated on weekends and holidays, and is ongoing. Through our customer wellbeing programme, we reached out to customers and assisted them with their needs.
Our Heroes Inspire programme enthused customer service staff to be the best they could be to deliver unparalleled customer experiences.
We kept our 24/7 customer support functioning for the duration of the crisis. Some of our 365 day branches, a concept pioneered in Sri Lanka by Nations Trust Bank, also remained open.
The bank also provided facilities and 24/7 support services to the Suwaseriya Ambulance Service – including extending credit limits for fuel. Others who required emergency credit or banking services were also accommodated.
Nations Trust Bank’s digital orientation, and an agile and tech savvy culture, enabled us to swiftly pivot into the ‘new normal.’ Our people worked tirelessly from home throughout the pandemic and lockdowns to ensure uninterrupted customer service; they went over and beyond their duties to meet customer expectations.